Redefining qualitative research by combining different methods in order to find new, special and trendy usages.
This paper describes a research approach which facilitates testing relatively large numbers of products and fragrances in-home at the crucial early stages of their development. It can provide information on in-usage performance and offer richer consumer diagnostics that could be obtained via sniff-tests alone. A recent application of this approach to fine fragrance, involving the placement of ten fragrances for in-home usage, is described, with results from this project used as illustrations of what is achievable.
This paper describes a procedure adapted from conventional consumer product testing methodology which substantially improves the quality of test data relative to previous testing approaches, notably for fragrances for functional and toiletry products, and effectively takes into account the constraints endemic in the fragrance industry. Examples are provided from tests carried out on functional fragrances in different product categories, and in different regions of the world.
The objectives of this research were to examine reactions to the concept as represented by the 'Ship' pack, product and advertising. The concept as a whole was examined and compared with the idea of a Player's concept. Motivational elements were explored, the pack, name, alternative names and the idea of coupons.About this collection: Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.